CarMax Returns to Third Party Lead Providers

According to a recent AutoNews article, and much of the automotive industry, CarMax returned to buying leads this month after a 16-month break-up with AutoTrader and Cars.com.

Despite the rising costs and dwindling dealership brand presence, about 40 percent of CarMax’s 141 stores are now back up and running with Cars.com. And, quite possibly though not confirmed, the same can be said for AutoTrader.

CarMax wasn’t alone in its endeavor to quit third party leads. AutoNation didn’t go cold turkey, but as it builds the foundation that will rely on brand awareness over third party lead providers, the giant has been pulling away from buying leads. Check out what the Refreshers think about third party leads.

The U-Turn discussion is already underway over in the forums and waiting for your insight.

What is missing, if anything, in the research process that is being found on AutoTrader or Cars.com – and, not on YOUR dealership website?

What are you doing at your store about third party leads? Are you actually measuring their worth, and I mean, truly measuring?

About the Author

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.

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Editors

Jeff Kershner

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.

Alex Snyder

2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.